Cause-related marketing

Partnering the NSPCC in your cause related marketing is a really powerful way to:

• deliver your corporate social responsibilities
• engage your customers and staff in new ways
• align yourself with a highly recognisable brand
• help protect children in the UK
  

The NSPCC brand has a 90 per cent prompted brand awareness and an association with the NSPCC can drive sales that would not have been achievable otherwise. The following are some examples of successful partnerships:

Links of London

Links, the luxury jewellery retailer, formed a hugely successful partnership with the NSPCC between 2006-2010 raising over £700,000 for the charity. This figure was raised after creating a specific new product line of luxury friendship bracelets incorporating the NSPCC brand colours. The NSPCC received £5 per sale, with the bracelet retailing at £105-180; in total the bracelet resulted in £10m extra income for Links of London via this product line.

Swiftcover.com

Swiftcover.com is an internet based insurance company (now part of AXA Group), who in May 2006 selected the NSPCC as its charity of choice. They agreed to contribute £1 per new car insurance policy sold with the resulting activity raising almost £200,000 for the NSPCC while increasing their sales by an amazing 250 per cent over a two year period.

"To ensure our charity partnership stood apart from our competitors we decided to donate £1 for every car insurance policy sold. This ensured that our customers felt personally involved in our chosen charity. We continued to support the NSPCC in other ways which drove sales to swiftcover.com. Linking with the NSPCC also continued to drive natural traffic from search engines. We were delighted to be associated with the NSPCC and to help put an end to child cruelty. We were also pleased to see the value such a partnership can bring to our business."
Andrew Blowers, former CEO of Switchcover.com

Early Learning Centre

The Early Learning Centre donated 5p for every Pocket Money toy (e.g. bouncy balls, plastic dinosaurs, bubble blowing kits) sold to the NSPCC over a period of 3 years (1999-2002) which raised £300,000. The promotion featured in-store, online and in their catalogue and raised the profile of ELC's CSR commitments to their customers.

KittenSoft Kitchen Towels

KittenSoft ran a competition aimed at primary school children (6,000 schools) to design a kitchen towel for the Millennium. The towels were then produced and for every pack sold 10p was donated to the NSPCC, raising over £50,000 in a 3-month period and creating a brand-link to families for the KittenSoft brand